The rules of “Fast Moving Consumer Goods” (FMCGs) are changing. Giant brand companies are now losing ground to more agile and innovative players such as Google, Amazon and Facebook. Strategic marketing experts Peter Lorange and Jimmi Rembiszewski present an eye-opening analysis that strips down known marketing approaches and traditional FMCG industry practice. They encourage you to close the “innovation gap” and engage directly with “postmillennium consumers.” Numerous examples, with an emphasis on European businesses and the tobacco industry, exemplify the authors’ concepts. getAbstract recommends this boisterous read to marketers and business leaders who want to challenge the status quo.
About the Authors
Peter Lorange, former president and professor of strategy at IMD, founded Zurich’s Lorange Institute of Business, where Jimmi Rembiszewski is a faculty member. Formerly, he was a marketing director with Procter & Gamble and British American Tobacco.